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Top 6: June 11th 2025
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Lipton Ice Tea Benelux: Ice Tea InsuranceTop 6: June 11th 2025
Many consumers have experienced ordering an iced tea at a café, expecting the familiar taste of Lipton Ice Tea, only to be served something entirely different. To address this common mix-up, the brand has partnered with iconic rapper and actor Ice-T to introduce 'Ice Tea Insurance' in the Netherlands and Belgium. The light hearted initiative is designed to ensure iced tea drinkers receive the original they expect. The campaign is built on a clear insight: a recent YouGov study shows that 44% of café guests say they’ve been served something different than what they expected. In the case of iced tea, that confusion is even more pronounced: 81% of frequent iced tea drinkers assume they’ll be served Lipton Ice Tea when ordering. TBWANEBOKO turned this behavioural friction into a culturally resonant platform, reinforcing Lipton Ice Tea’s established position as the original. The fictional ‘insurance’ gives consumers a playful way to turn their disappointment into a refreshing win, and gently nudges the hospitality industry to serve what’s actually expected. The campaign is fronted by Ice-T, and it’s not just because his name echoes the drink. He rose to fame as the “Original Gangster” with his 1991 album and became a cultural icon across both music and film. With a legacy rooted in originality, Ice-T is now teaming up with Lipton Ice Tea, the brand that introduced iced tea to millions, to remind people that there is only one original.
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